The factory customizes a brand essence liquid, and needs to communicate to determine the efficacy needs

When the factory and the brand customize essence solution, the communication and determination of efficacy needs is the core starting point of product development, which directly affects the direction of formula, ingredient selection and market positioning. The following are the key dimensions and implementation suggestions that both parties need to focus on communicating:

1、 Identify the target audience and core pain points

1. Target audience portrait

Basic information: age (such as 18-25 years old oil pimple muscle/30+mature age muscle anti-aging), gender (such as male oil control/female anti-aging), region (such as northern dry areas/southern hot and humid areas), skin texture (sensitive muscle/oil skin/dry skin).

Consumer scenarios: daily care (such as morning antioxidant), special needs (such as medical art post repair), staying up late for emergency treatment (such as brightening skin tone).

2. Competitive efficacy analysis

Market research: analyze the efficacy claims, composition combinations and user feedback of similar popular essence (such as Xiulike CEF and Estee Lauder small brown bottles), and find out the differentiation opportunities (such as "sensitive muscle anti-aging essence without essence preservation").

2、 Example of refined decomposition of efficacy dimensions

Confirmation should be made layer by layer from the three levels of basic efficacy, advanced efficacy, and additional efficacy to avoid vague expressions.

1. Basic efficacy (mandatory)

Moisturizing and repairing:

Keywords: hydration, water locking, barrier repair

Ingredients: Hyaluronic acid (mixed with different molecular weights), ceramide, panthenol

Technical requirements: Microcapsule encapsulation technology (long-term release), biomimetic sebum membrane formula

Antioxidant:

Keywords: antioxidant, anti-aging, resistant to free radicals

Ingredient direction: VC derivatives (such as VC-IP), ergothionein, peptides (such as dipeptide-1)

Technical requirement: Stable formula (such as ironless process, inert gas anti-corrosion)

2. Advanced efficacy (differentiation competitive point)

Anti-aging light lines:

Keywords: collagen generation, thinning fine lines, firming contours

Ingredient direction: A-alcohol (retinol palmitate), hyaluronic acid, peptide (hexapeptide-8)

Technical requirements: slow-release technology (to reduce stimulation), permeation promotion technology (such as iontophoresis)

Whitening and Spot Whitening:

Keywords: repel dullness, even skin tone, inhibit melanin

Ingredients: Niacinamide (≥ 5%), 377 (phenylethylresorcinol), tranexamic acid

Technical requirements: Acid free mild system (suitable for sensitive muscles), compound anti-inflammatory ingredients (such as dipotassium glycyrrhizinate)

Oil control and acne removal:

Keywords: regulating oil, unclogging pores, improving acne prone skin

Ingredient direction: Salicylic acid (0.5% -2%), Zinc PCA, Pimelonin (PO)

Technical requirements: Controlled release technology (to reduce irritation), probiotics to balance microecology

3. Additional benefits (experience bonus)

Sensory enhancement: Cooling sensation (menthol), soothing aroma (chamomile essential oil), matte skin sensation (silica powder).

Scene adaptation: Pre makeup base (quick film formation), post sun first aid (cooling and soothing), late night first aid (instant brightening).

Attention: Additional effects need to be coordinated with core effects to avoid component stacking that may cause system instability.